ABSTRACT: This study, titled “A Study on EMI Influence on Purchase Behaviour and Income Burden among Youth,” examines how Equated Monthly Installments (EMIs) affect the purchasing decisions and financial well being of young consumers aged 18–35 years. Using a descriptive research design, data were collected from 125 respondents through a structured questionnaire. The findings reveal that EMIs encourage the purchase of expensive products by making them appear more affordable through smaller monthly payments. While EMI and Buy Now Pay Later (BNPL) schemes enhance purchasing power and convenience, they also increase financial burden, especially among low-income youth. The study emphasizes the importance of financial literacy and responsible borrowing practices the need for better digital education, security measures, and technological infrastructure. KEY WORDS EMI (Equated Monthly Installments), Purchase Behaviour, Youth Consumers, Income Burden, Financial Stress, Consumer Credit, Impulse Buying, Fintech Services, Buy Now Pay Later (BNPL), Financial Literacy.
Sheela et al. (Thu,) studied this question.